LG has begun rolling out full-screen ads across its smart TV lineup, including high-end OLED models like the G4. Ads will now be displayed on its smart TVs during idle mode before the screensaver appears.

This feature allows LG to feature ads from its products, such as the LG Channels streaming service. It also displays ads from third-party brands that may not relate to television or entertainment. 

According to Dave Rudnick, Technology Chief of LG Ad Solutions, these ads represent an "effective opportunity" for brands to reach consumers on the "largest screen in the room."

Rudnick explained that the new feature capitalizes on the changing viewing habits of consumers. “93 percent of viewers multitask while watching TV,” engaging in activities such as messaging and social media browsing. He further explained that the data shows the need for brands to capture viewer attention during idle times. 

Can users turn the screensaver ads off? 

For those who prefer not to see ads, there is a way to disable them. The option can be found under “Additional Settings” in the TV’s menu by turning off the “Screen Saver Promotion” toggle. However, not all regions or models may have this feature immediately available. LG has not been entirely clear on how this will roll out globally.

Expanding its advertising capabilities

LG’s ambitions don’t stop with smart TVs. The company is focusing more on selling and tracking ads displayed on its TVs. It plans to broaden the reach of its webOS platform to more third-party TVs and non-TV hardware over the next five years.

LG is also working with Nielsen to share data from their TVs and wants to shift from just making hardware to becoming a platform for media and ads.